THE ROLE OF ARTIFICIAL INTELLIGENCE WITH REGARD TO CUSTOMER RELATIONSHIP MANAGEMENT: AN EMPIRICAL STUDY AMONG BUSINESS CUSTOMERS IN MALAPPURAM DISTRICT

Registration ID: IJNRD_327630

Published ID: IJNRD2608067

: https://doi.org/10.56975/ijnrd.v11i8.327630

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SAJITHA P M, Dr. T H JAHFARALI

Keywords: Customer Relationship Management, Artificial Intelligence, Customer Satisfaction, customer Retention, and AI Adoption.

Abstract Abstract The increasing usage of Artificial Intelligence (AI) in transforming Customer Relationship Management is enabling organisations to provide improved prediction analysis, automated service fulfilment, and personalised accessibility. While AI-enabled Customer Relationship Management (CRM) is increasingly being recognized by academics globally; the evidence on its empirical uses, in small town and semi-urban markets of developing economies is scarce. The present study explores the impact of artificial intelligence on CRM outcomes customer satisfaction, service quality and customer retention among business customers in Malappuram district at Kerala state Indian and identifies the variables restricting integration which exist. The data were collected via convenience sampling through a structured questionnaire administered to100 respondents by using descriptive statistics and chi square test of independence to study the association between organisational application of AI in CRM (independent variable) and customers perception regarding how important it holds (Worth). Results suggested AI is already widely adopted in CRM (68% of respondents said they use Ai in their organisations) and significant positive association between an enabling perception and constructive effect on its impacts suggesting that the null hypothesis can be rejected (p<0.05) (χ² = 11.765, df = 1). The most convinced that AI helps in the following areas: 24×7 customer support (mean = 4.47), supporting better managerial decision-making (mean = 4.07). At the same time, they had identified high implementation cost, lack of labour familiarity with technology and data-privacy concerns as well as loss in human contact with customers among the top hurdles to adopting it. The conclusions suggest that AI has already driven measurable service-quality and retention improvements in other use cases, including semi-urban markets, but to have sustainable returns the investment in human capital, data governance as well as conscious integration of automation with human touch should be complementary elements. This not only contributes to empirical literature on AI-CRM in areas with a lack of research base but also has practical implications for labour market forced small and medium enterprises which are moving towards traditional operation methods to digital process and practices.

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SAJITHA P M & Dr. T H JAHFARALI (August-2026). THE ROLE OF ARTIFICIAL INTELLIGENCE WITH REGARD TO CUSTOMER RELATIONSHIP MANAGEMENT: AN EMPIRICAL STUDY AMONG BUSINESS CUSTOMERS IN MALAPPURAM DISTRICT. INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 11(8), a599-a609. https://doi.org/10.56975/ijnrd.v11i8.327630

Volume 11 Issue 8, August-2026

Pages : a599-a609

Paper Reg. ID: IJNRD_327630

Published Paper Id: IJNRD2608067

Research Area: Commerce and Management, MBA All Branch

Author Type: Indian Author

Country: MALAPPURAM, KERALAM, India

Published Paper PDF: https://ijnrd.org/papers/IJNRD2608067.pdf

Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRD2608067

Crossref DOI: https://doi.org/10.56975/ijnrd.v11i8.327630

Journal Name: INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT(IJNRD)

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